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Brand Acceleration

Challenge

OVO energy was preparing to launch a new advertising campaign. As attitudes around sustainability and the energy market constantly evolve, OVO energy wanted to get a quick read on consumers' perception of the advertising concept before commiting to the full production.

Response

In order not to delay the campaign we adopted an agile approach to quickly identify the focus of the sprint, develop creative prototypes and test and validate these with customers.
Together with the creative agency, we developed mood boards and scripts at speed to test different creative routes for the advertising campaign. Following this, we conducted research with the target audience (existing and potential customers) to explore the topic of sustainability,  the category perception and the evaluation of the advertising concept in terms of the appeal, creative execution, message understanding and call to action.

Impact

The research yielded multiple insights that helped shape the final advertising campaign. Additionally, insights around the category also informed other marketing actions and NPD.